The market for video games has diversified significantly in recent years, hugely due to the price and accessibility of games on handheld devices. With game concepts becoming more varied as the market develops, nowadays you really can find something for everyone. The audience has evolved to see women making up almost 48% of the market. Gamers over 50 are now one third of the market. People carry their handheld devices with them at all times, and almost all smartphone users will be regularly playing games, consuming apps and spending money. Everybody is playing with everybody, both on and offline.